Was the Lollapalooza lineup release the most annoying/gimmicky festival announcement of all time?

Recently saw some meme about how Lollapalooza opted not to simply release the names of the artists on their festival lineup. Instead, they just released the lineup letter by letter, turning the lineup release process into a 'cute lil game.' I think this was to create some sort of internet meme, or try to make it an 'internet sensation.' Sorta seems annoying, like the whole 'festival announcement gimmick' has gone too far. Maybe people enjoy this. Not really in touch with Midwestern mainstreamers who 'road trip' 2 chicago 4 a mainstream music festival.

Seems like their 'design firm' could have done a better job with this gimmick, too. PDF files available for print. A kewl social networking site + flash interface. The 'winner' gets free all-access pass to chill with the Red Hot Chili Peppers, or whoever is playing this year.

Wonder if the goal is to 'get internet buzz' to help the global brand of your festival, or if it is to sell tickets. It seems like it might deter ticket sales if customers don't know who is playing.

Are festivals allowed to be gimmicky-er than bands when it comes to 'releasing info'?
Did u think 'guessing the lineup' was fun?
Did Lollapalooza execute a good gimmick, or did they ruin their brand?
R u willing 2 boycott a music festival that has a 'gimmicky' release of the lineup?
R u willing 2 boycott a music festival that has a crappy lineup?
R u going to go to Lollapalooza?
Are music festivals struggling to 'turn a profit' so they have to just make it seem like they are financially stable/'relevant' on the internet?
Are music festivals 'cash cows' so they can do whatever they want?
R u scared music festivals will turn to extreme gimmicks to try to have the most 'creative' festival lineup release?
What is the most alt / authentic music festival in North America?
What is the most alt / authentic music festival in the world?